KIMBO — SPACCANAPOLI
KIMBO — SPACCANAPOLI
ABOUT THE CLIENT
Kimbo is a renowned Italian coffee brand, recognized for its deep-rooted heritage and commitment to producing high-quality coffee. With a history spanning over 50 years, the brand is synonymous with authentic Neapolitan espresso and has established a strong presence both in Italy and internationally, catering to traditional coffee enthusiasts while also evolving to meet modern tastes.
INDUSTRY
Food
MY ROLE
Art direction, design and motion design
DISCIPLINES
Branding, Visual Design, Packaging, Design System, Campaign
YEAR
2024
A New Path for a Younger Audience
Kimbo has long been renowned for its premium coffee, offering a variety of products, from ground coffee for moka pots to whole beans, compostable pods, and espresso capsules. Their product line often features names of iconic Neapolitan locations like Posillipo and Pompei, with a more traditional and corporate tone. However, with the launch of "Spaccanapoli," Kimbo takes a bold step in a new direction.
Spaccanapoli, named after the famous street in Naples that literally splits the historic center in two, is more than just a road. It symbolises Naples’ vibrant energy and the fusion of tradition and modernity. The new product reflects this duality, aiming to capture the attention of a younger, trend-conscious audience. Designed for espresso capsules, it’s crafted to be modern and innovative, breaking away from Kimbo’s more established, corporate products.
In addition to its fresh approach, Spaccanapoli will be launched exclusively at Autogrill. Autogrills are Italian motorway service stations known for offering food and coffee to travellers on the go. Kimbo sees this as the perfect opportunity to reach its target audience—young, dynamic people who are constantly on the move, whether for work, study, or adventure. By positioning Spaccanapoli at these high-traffic spots, Kimbo connects with a new generation of coffee drinkers looking for both convenience and authenticity.
A Cultural Identity Rooted in the Energy of Spaccanapoli
The identity of Spaccanapoli taps into the cultural and historical significance of Naples’ most iconic street. Spaccanapoli isn’t just a physical division of the city—it’s a symbol of Naples' vibrant contrasts, where old traditions meet modern life. For this reason, we infused the design with bold, energetic visuals that reflect the street's lively spirit. The product encapsulates the cultural vibrancy of Naples while appealing to a generation that values both authenticity and innovation, tying the energy of a centuries-old street to the modern convenience of espresso capsules.
Cups as Symbols of Unity and Openness
In our design concept, we focused on the imagery of two coffee cups coming together to form Spaccanapoli, highlighting the unity of Naples. This visual metaphor reflects the cultural richness of the city and the connection that espresso fosters between people. The merging cups symbolise the harmony of tradition and innovation, aligning with the product’s goal of embracing modernity while staying true to its roots.
The motion behaviour further enhances this idea of connection, with elements that open up and come together, much like the essence of Naples itself. The design conveys a celebration of unity, culture, and the shared experience of enjoying espresso. This approach, coupled with the product’s modern capsule format, speaks to a younger audience while honouring the timeless spirit of Naples.
CREDITS
CREDITS
HEAD OF MARKETING
Massimiliano Scala
SENIOR TRADE MARKETING MANAGER
Francesca Capolongo
PRODUCT MARKETING
Simona Romeo
ART DIRECTION AND DESIGN
Lino Russo
© LR 2024
© LR 2024
© LR 2024
© LR 2024
© LR 2024